Google has launched Boutiques.com, a new fashion e-commerce site that aims to dramatically improve how fashion is presented – and sold – on the internet.
Instead of being Google’s own fashion outlet, Boutiques.com brings together hundreds of different virtual boutiques all in one place. The boutiques are managed or ‘curated’ by people both within and outside Google, including retailers, celebrities, designers, bloggers and, of course, everyone who’s interested in fashion.
As such, Boutiques.com is part e-commerce site and part social media hub for the fashion community. Users can create and curate their own profile and ‘follow‘ each other, or their favourite celebrity. They can also choose to ‘love’ or ‘hate’ individual items and share their discoveries across other social networks.
Other features of the site will also have immediate appeal for users. Product photos are higher resolution than on many other sites. Boutiques.com also offers a side panel of ‘street-style‘ photos to give you an indication of how each item is worn.
Google is also hoping that its recommendation engine, designed in conjunction with fashion experts, will encourage people to use the site by giving them more accurate predictions based on their preferences.
The technology for the site, largely based on visual search, was developed by Like.com, which was recently acquired by Google for a reported $100 million.
According to market analysts Forrester, online sales of clothing and accessories with account for 14%, or $25 billion, of the $173 billion in e-commerce trade in the US this year.
